Navigating the COVID-19 Health Crisis: A Content Analysis of Organizational Communication Strategies on Social Media

The COVID-19 pandemic has posed an unprecedented threat to global health and well-being, with social media emerging as a pivotal platform for organizations to disseminate outbreak-related information swiftly, thereby shaping public risk perceptions and influencing preventive behaviours. Guided by the Crisis and Emergency Risk Communication (CERC) model, this study examines COVID-19-related content posted by organizations on Sina Weibo, focusing on the communication strategies employed and their impact on public engagement. Using content analysis and Semantic Network Analysis (SNA), a dataset of 10,996 salient Weibo posts was collected and analysed. Findings reveal that word prevalence, inter-word relationships, and the use of CERC model elements varied across different crisis stages and organization types. The analysis indicates that posts predominantly emphasized case reports, responders, governmental interventions, and positive outcomes. Furthermore, in terms of public engagement, certain content dimensions—such as requests for feedback, expressions of appreciation, and provision of detailed informational resources—were particularly effective in drawing public attention.